2022 Rock The Wood Summer Concert Series | Event Curation & Brand Experience
As the lead strategist and creative director for Rock The Wood, I oversee the comprehensive production of a premier annual concert series hosted at The Tangled Wood’s outdoor amphitheater. My role encompasses talent acquisition, logistical management, and the development of a high-impact visual identity that has successfully transformed the venue into a regional entertainment powerhouse.
Strategic Event Production & Impact:
Talent Curation & Artist Relations: Managed the selection and contracting of 50 professional musical acts for the 2022 season. To enhance the artist experience and foster professional rapport, I developed bespoke amenities, including custom-branded guitar picks and stickers, integrating performers into the brand narrative.
Massive Audience Engagement: Through targeted promotional strategies and high-caliber programming, the 2022 series attracted a record-breaking 58,000+ guests, significantly increasing the venue’s market share and regional visibility.
Evolutionary Visual Identity: Developed a striking, thematic brand system for the season, as seen in the new design. The design utilizes a mid-century “broadcast” aesthetic, featuring a retro microphone emerging from a rooted organic base—a visual metaphor for the restaurant’s growth and its deep community roots.
Multichannel Campaign Execution: Authored a unified marketing suite deployed across diverse physical and digital touchpoints, including:
Large-Format Print Collateral: High-visibility posters detailing the extensive seasonal schedule.
Retail & Staff Identity: Optimized apparel designs for both operational staff uniforms and public merchandise, driving secondary revenue streams.
Digital Advertising: High-contrast assets engineered for maximum engagement across social media and web-based event directories.
Production Excellence: All creative assets were developed with a “utility-first” mindset, ensuring perfect reproduction across varied surfaces—from textured paper posters to fine-count screen-printed apparel.